Chapter 3: Digital transformation unlocks efficiency and customer satisfaction
While 90% of employees agree or strongly agree that their company makes it easy to communicate internally to resolve customer cases faster, this is not having a strong enough impact on overall customer satisfaction. Only 62% of customers feel satisfied with their current providers.
Eighty-eight percent of customers say the experience a company provides is as important as its products or services. Of those, the vast majority expect a company to understand (73%) and anticipate (62%) their unique needs and expectations. Digital transformation and streamlining operations are key steps to meeting these expectations and providing personalisation at scale. Digital transformation doesn’t just benefit the customer; 91% of provider employees said reimagining operations would reduce bottlenecks and redundant processes, while also helping their companies save money.
Business decision makers crave intuitive tools and better online experiences. B2B digital experiences continue to be more important than ever. In fact, 63% of B2B customers say they prefer to engage through digital channels. Powerful self-service tools (like customer portals) that enable activities like large-capacity transactions, orders, purchases, and MACD (Move, Add, Change, Disconnect) events anytime, from anywhere are key to delivering excellent service.
However, B2B respondents are dissatisfied with the totality of online experiences offered by providers. B2B users report experiencing frustration when trying to manage accounts online (39%), make large purchases (36%), and request changes in service (36%). B2B users also reported frustration when using assisted digital services (31%) and self-service (34%) tools. Also concerning is that only half (53%) of procurement employees said they felt comfortable managing their enterprise accounts online without sales agent assistance.
Next steps in the evolution of the communications industry
The winds of change are blowing in the communications industry. To avoid commoditization, providers are focusing on differentiating themselves by creating enhanced customer experiences, finding new avenues for revenue, and increasing efficiency. As David Fan put it, “The future of the telecommunications industry relies on strategic investment in new opportunities, as well as commitment to digital technologies, that will improve customer experience, business agility, and operational efficiency.”
